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On February 18, the first day of construction after the Spring Festival holiday, he Xiaopeng, chairman of Xiaopeng Motor and CEO, issued an internal construction letter to all Xiaopeng automobile employees. In the letter, he Xiaopeng said that Xiaopeng plans about 30 new products or changes within three years, and two new models will be launched this year. Xiaopeng will release a new car on the 300000 + and 150000-level platforms respectively, of which the first model of the 150000-class platform is the first car codenamed "MONA" of Xiaopeng and Didi, and the first car of the 300000-class platform or the car codenamed "F57" will go on sale in the second half of the year.

Xiaopeng Motor was founded in 2014, and now ten years later, Xiaopeng's models on sale have grown to six models, including G3, P7, P5, G6, G9 and X9. Among them, Xiaopeng's first mass-produced model G3 and its modified product G3i will stop production in 2023, which is officially based on the company's long-term planning. The X9 is Xiaopeng's sixth production car and its first MPV. As the flagship model under Xiaopeng's "supporting and shaking" structure, the new car is located in a medium and large MPV with a pure electric power system on the power. a total of 4 models have been launched with a price range of 359800 yuan to 419800 yuan. Retail data show that Xiaopeng P7 has the highest sales volume in 2023, with a total delivery of 45371 vehicles, followed by Xiaopeng G6 and Xiaopeng G9 with 44545 and 25790 respectively.

In the past 2023, Xiaopeng has made a series of changes, including comprehensive adjustments to its internal organizational structure, financial system, marketing system and personnel, as well as marriage with Volkswagen and cooperation with Didi. Among them, in terms of personnel, Wang Fengying, former general manager of the Great Wall, joined Xiaopeng as president in January 2023, and her airborne was also regarded as Xiaopeng's self-rescue behavior during the critical period of organizational structure change. Xiaopeng did have internal innovation, including budget cuts and corruption checks. But behind the innovation, Xiaopeng is trying to boost sales.

Data show that Xiaopeng delivered a total of 41435 cars in the first half of 2023, down 39.93% from the same period last year, making it the brand with the worst decline in the new power brand delivery list. Fortunately, sales began to pick up in the second half of the year, rising 17.26% year-on-year to 141601 vehicles. However, in the "Wei Xiaoli" camp, compared with the ideal car, Xiaopeng did not show up. Now, Wei Xiaoli has parted ways, and the gap between the three car companies in terms of sales is getting wider and wider. As a reference, the ideal car and Lulai car will be delivered in 2023 to 376000 and 160000 respectively.

He Xiaopeng said in this internal construction letter that Xiaopeng Motor has made many adjustments in organization, planning, business, operation and efficiency in 2023, and has experienced a lot of pain and great gains. This year is the tenth year of Xiaopeng Automobile, for this year's goal, he Xiaopeng said bluntly: "the performance should be more than doubled, the organization should supplement and complete all the shortcomings, and the management should begin to take the first step towards high quality." In addition, he Xiaopeng explained that this year is the second year of Xiaopeng's "starting a business for the second time from one to two," and it is also the second year of organizational adjustment. "personally, I will focus on the middle and grass-roots cadres in the enterprise and the business process level, do a good job in enhancing my ability, and pursue the improvement of management ability and the efficiency of the whole business."

In addition to launching two new models this year to make up for Xiaopeng's model layout at the level of 10-400000, Xiaopeng will also invest more manpower, recruit about 4000 people and invest more than 40 per cent of its R & D budget this year. Among them, the annual R & D investment in "AI technology with intelligent driving as the core" totaled 3.5 billion yuan.

Xiaopeng's movements have not slowed down since 2024. On January 22, the media reported that under the leadership of Wang Fengying, president of Xiaopeng, a new round of organizational restructuring of Xiaopeng involves marketing, human resources, intelligent data, manufacturing and product planning. Zhang Li, the former general manager of Great Wall, joined Xiaopeng a few months ago to take over from Jiang Ping, who has retired. Jiang Ziyang, who once worked as a senior positioning consultant at Reese Strategy, joined Xiaopeng Automobile and was in charge of product planning, previously headed by Wu Meng. Two days later, that is, January 24, Xiaopeng announced that from now on to February 29, 2024, the purchase of Xiaopeng P7i entry model can enjoy a limited time discount price of 208900 yuan (guidance price of 223900 yuan), purchase P7i wing performance version, can enjoy 50, 000 yuan time-limited subsidy, benefits as low as 289900 yuan.

He Xiaopeng pointed out in the letter that 2024 is the first year for Chinese car brands to enter the "sea of blood" competition, as well as the first year of the knockout stage. According to previous news, Xiaopeng is expected to sell more than 280000 cars a year, which means it needs to complete the delivery of about 23000 new cars per month. As a reference, Xiaopeng aims to sell 200000 vehicles in 2023, with an annual sales completion rate of only 70 per cent.

In the first month of 2024, Xiaopeng delivered 8250 cars, up 58.11 percent from the same period last year and down 58.98 percent from the previous month, ranking last on the list of new forces. Xiaopeng is under a lot of pressure to achieve its annual sales target of more than 280000 vehicles.

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